Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide

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EVERYONE’S HEARD THE NUMBERS:

A BILLION USERS ON FACEBOOK.
A BILLION DOLLARS FOR INSTAGRAM.
A BILLION SMARTPHONES BY 2016.

But what’s the story behind the statistics? What are the shifts in human behavior, expectations and motivations these rapidly changing platforms are creating? And most importantly, what does it mean for brands?

In our global study of Planet Hyperconnected, iris has gone deep. In partnership with the Global Web Index we’ve surveyed 6,000 Moms and Gen Y around the world about the details of their digitally-influenced attitudes and behaviors. And then we spent a week studying the lives of the most hyperconnected through a digital ethnography to understand the underlying needs and motivations behind their behavior.

Some of the outputs reaffirmed our industry hypotheses – but surprisingly, some flew right in the face of them.

In this session Esty Gorman, Director of Strategy at iris, will share the results and the implications of the study along with Sarah Aitken, Managing Director at iris New York. We will focus on the more alarming results and the kind of change in strategy brands should adopt to stop being hyper-active and start being hyper-connected.

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Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide

  1. 1. #SMWhyperconnected WIFI: TOMJERRYConfidential © iris 2013
  2. 2. SARAH @SARAHJAITKENNYCConfidential © iris 2013
  3. 3. @irisworldwide
  4. 4. c,lients Confidential © iris 2013
  5. 5. EST Y @ESTY501Confidential © iris 2013
  6. 6. We’re all ALL HYPER-CONNECTED NOW WE’RE hyper-connected now Confidential © iris 2013
  7. 7. CONSUMERS AREN’T JUST CONSUMERS ANY MOREConfidential © iris 2013
  8. 8. They’re getting more andmore from each other Confidential © iris 2013
  9. 9. CULTURE TRUMPS MARKETINGConfidential © iris 2013
  10. 10. WHAT’S A BRAND TO DO? Confidential © iris 2013
  11. 11. stop being hyperactive and start being hyper-connectedConfidential © iris 2013
  12. 12. Passive brands Participation brands category culture Messages Conversations Static, closed Dynamic, open Saying Doing Look & Feel Experience Defined Beta mode Touch points Engagements Audience Confidential © iris 2013 Community
  13. 13. but first… we need to understand WHY people participateConfidential © iris 2013
  14. 14. WHAT 6,000 RESPONDENT SURVEY Moms & gen Y Confidential © iris 2013
  15. 15. WHAT 7 day digital diary Open community forum Confidential © iris 2013
  16. 16. WHAT HOW! Confidential © iris 2013
  17. 17. WHERE UK, USA, Australia, India, Indonesia, Singapore Confidential © iris 2013
  18. 18. WHAT WE FOUNDConfidential © iris 2013
  19. 19. Confidential © iris 2013
  20. 20. 5 REASONS PEOPLE PARTICIPATE WITH BRANDS Confidential © iris 2013
  21. 21. IF IT MAKES MY LIFE EASIER27% of US Moms33% of US Gen YSaid brands that createonline services andapplications that helpthem will improve theiropinion of the brand Confidential © iris 2013 Which%of%the%following%brand%ac2va2on%techniques%would%improve%your%opinion%of%the%par2cipa2ng%brand?%(%%of%audience%by%country;%Q2%2012)%
  22. 22. …AND BETTER! “I$use$YouTube$a$lot$to$learn$about$cars,$like$what$upgrades$you$can$do,$how$to$fix$things.$But$most$of$ all$I$like$showing$them$videos$of$my$car$racing$theirs$to$prove$mine$is$faster”.$Youth,$US$ “To$ me$ one$ of$ the$ most$ reliable$ sources$ of$ informa3on$ is$ YouTube.$ It$ contains$ ‘info8mercials’$ where$ people$demo$appliances.$I$do$take$the$comments$of$fellow$users$into$account$when$I$compare$products$ to$purchase.”$Mum,$Singapore$Confidential © iris 2013
  23. 23. IF I HAVE INFO THAT WILL HELP MY PEERS 77%% 64%% 59%% 53%% 54%% 43%% 44%% 39%% US%Moms% 35%% 32%% US%Gen%Y% To%share%a%good% To%share%a%bad% Help%consumers%pick% Contribute%to%the% Encourage%company% experience% experience% good%products% community%% improvement%What motivates you to post opinion online about product or service ? (% of audience by country; Q2 2012) Confidential © iris 2013
  24. 24. TO FIND MEANINGFUL STORIES “I$ love$ the$ UbisoI$ games$ as$ they$ combine$ ac3on$ and$ puzzle8solving$ gameplay$ with$ a$ unique$ story$ that$ impressively$parallels$historic$events.$The$character$design$and$story8telling$are$one$of$a$kind”.$Youth,$India$Confidential © iris 2013
  25. 25. IF I FEEL EMOTIONALLY CONNECTED68% of US moms and 49% of US Gen Yshare opinions online simply because“they love the brand” “I$shared$the$short$film$‘HIV$–$I$am$famous’.$It$is$a$real$story$and$heart$touching!$I$ shared$it$with$many$of$my$friends$who$shared$it$with$their$friends.$I$wanted$to$ inspire$them$to$make$a$difference$to$society.”$Youth,$India$ “I$recently$shared$the$clip$‘Orangutan$saves$baby$bird’s$life$–$it’s$truly$inspira3onal$ and$teaches$us$to$be$kind$and$helpful$to$others.”$Mom,$Singapore$ Confidential © iris 2013
  26. 26. 5 MYTHS THAT GOT BUSTEDConfidential © iris 2013
  27. 27. MYTH #1: it happens here firstConfidential © iris 2013
  28. 28. TRUTH: THE SUN RISES IN THE EAST50% of Moms in India and 38% in Indonesiahave visited a branded social network page in the past monthVs 20% in the UK and US42% of Gen Y in India and 40% in Indonesiahave read a branded blog in the past monthVs 15% in the UK and US Confidential © iris 2013
  29. 29. so what?Don’t forget the technology skipBottom up global strategies will become even more importantParticipation has to be earned, even more so in the West Confidential © iris 2013
  30. 30. MYTH #2: MY WEBSITE IS DEAD. LONG LIVE SOCIAL MEDIA!Confidential © iris 2013
  31. 31. TRUTH: MORE PEOPLE ARE VISITING YOUR SITE THAN YOUR SOCIAL NETWORK 53%%46%% 47%% 34%% 24%% US%Moms% 21%% US%Gen%Y% Liked%a%brand% Visited%branded%social%network,group/ Visited%branded%website% page%% Confidential © iris 2013
  32. 32. so what?Brand websites still play a key roleThey’re still the gateway to your brand, build an ecosystemaround it, not despite itSomething to think about:Consider building a mobile site instead of a fancy FB page Confidential © iris 2013
  33. 33. MYTH #3: WE ALL NEED A MOBILE COMMERCE SOLUTION, RIGHT NOW!Confidential © iris 2013
  34. 34. TRUTH: US IS LEAST LIKELY TO BUY A PRODUCT ON A RETAIL SITE ON MOBILE Accessed%your%social%network% Australia% profile% India% 90%% Update%your%microblog%status% Used%map/search%for%direc2ons% Indonesia% 80%% Check%stocks%and%financial% 70%% Singapore% Searched%for%a%product/service% informa2on% 60%% UK% 50%% USA% 40%% Searched%for%local%services/ Wrote%and%uploaded%a%blog%post% 30%% places% 20%% 10%% Watched%live%streamed%TV% 0%% Read%news% Update%your%social%network% Bought%a%product%on%a%retail%site% status% Access%live%travel%informa2on% Uploaded%a%photo%to%a%website% Used%an%online%banking%service% Watched%on%demand%video%clip% Checked%sports%scores% Confidential © iris 2013Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)% Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%
  35. 35. so what?All brands don’t need a mobile commerce solution… Just yet.Look before you leap into the world of m-commerceThink about all the ways mobile lets your brand live in the nowProvide utility to help people in their mobile moment Confidential © iris 2013
  36. 36. MYTH #4:IF I BRIBE HER, SHE WILL COME.Confidential © iris 2013
  37. 37. ≈ TRUTH: ONLY 7% OF MOMS IN THE US FOLLOW BRANDS FOR COMPETITIONS Reality: – 72% follow you for discounts – 48% for customer service – 26% for insider access – 21% to talk to people at the company Confidential © iris 2013
  38. 38. ≈ so what? How do you get them really to like you? LISTEN don’t bribe! 51% % agree: you can improve their opinion of you if you listen to comments in social Confidential © iris 2013
  39. 39. MYTH #5:GEN Y LOVES TO TALK ABOUT CELEBRITIES. LIKE, ALL THE TIME.Confidential © iris 2013
  40. 40. TRUTH: GEN Y IS MORE LIKELY TO WANT TO TALK ABOUT TECH44% are actively seeking 68%% US Gen Y - INTERESTSconversations about Tech 47%% 41%% 39%% 36%% 23%% 20%% 19%%13% actively seekconversations about celebritiesWhat%types%of%chat%rooms/%forums/%message%boards%have%you%visited%in%the%past%month%?%(%%of%audience%by%country;%Q2%2012)% Confidential © iris 2013Here%is%the%list%of%topics%that%may%interest%you.%Please%can%you%indicate%which%of%these%are%you%strongly%interested%in%?%(%%of%audience%by%country;%Q2%2012)%
  41. 41. so what?How do you get Gen Y to talk?What social currency are you providing them with that they willwant to actively participate with and share? Confidential © iris 2013
  42. 42. OUR BIGGEST AH HA!Confidential © iris 2013
  43. 43. hyper-connected = cultureConfidential © iris 2013
  44. 44. THE URGE TO UNPLUG “I$like$to$go$‘media8free’$dog8walking.$Some3mes$I$find$the$internet$doesn’t$offer$personal$beRerment$ but$distrac3ons$that$forever$pull$irretrievable$3me$from$our$lives”.$Mom,$US$ “I$would$love$to$see$more$people$out$and$about$without$a$phone$constantly$in$their$hand$or$laptop$on$ the$table.$Let’s$get$back$to$basics$a$liRle$more$oIen.$Go$for$a$walk,$say$hello$to$a$stranger!”$Mom,$ Australia$Confidential © iris 2013
  45. 45. SO, DON’T FORGET…1.  Don’t just reformat, reimagine2.  Take the ‘Will-They-Give-A-Fuck’ challenge3.  Earn their love by being a genuine participation brand4.  Remember that you can’t over-invest in quality of service Confidential © iris 2013
  46. 46. TIME FOR A SHAMELESS PLUG! @chatterleagueConfidential © iris 2013
  47. 47. Confidential © iris 2013 @chatterleague
  48. 48. @ESTY501 @chatterleague@SARAHJAITKENNYC @irisworldwideConfidential © iris 2013

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